The 30-second TVC may be coming to an end on television, if ad experts are anything to go by, but the Internet has just begun to see its share of the technique. Launching Click-to-play ads in India, Interactive Avenues believes that the medium has the potential to take Internet advertising to the next phase.
It is not that ads haven’t been seen on the web space before. Bombay Dyeing ads on MSN is a case in point. However, explaining more on the new offering, Shantanu Sirohi, VP, Strategy & Planning, Interactive Avenues, said, “The MSN ads run automatically on the website and are not user initiated, targeted or clickable. The reporting metrics available are also limited, with there being no way of measuring how many ads were actually viewed.”
He added, “Interactive Avenues is the first agency to launch click-to-play video ads in India. The ads that we implemented for our clients are entirely user initiated, user controlled and fully measurable. That is why we see it as an important event that signals the melting of boundaries between traditional and online advertising.”
Ratish Nair, CEO, Interactive Avenues, said, “As an agency, we strive to stay on the forefront of technology and utilising the online video platform for our clients has been a great experience. Video ads, while still a nascent segment, is growing faster than any other aspect of online marketing as per a recent report by e-Marketer. e-Marketer predicts that by the end of the decade, advertisers will spend around $2 billion on video ads online.”
“We saw the Google click-to-play platform as a great way for our clients to deliver a rich immersive experience to their target audience. Implementing campaigns for three different product categories with multiple targeting parameters has been a challenging experience. The metrics that we are using to measure effectiveness include Video Playback Rate, Click Thru Rates and Time Spent Interacting with the video,” said Rahul Marwaha, Head, Search, Interactive Avenues.
Explaining more on the interactivity, Sirohi said, “Users have the option to start, stop and replay the video as well as click and go to the advertiser’s website.”
As for client feedback so far, he said, “It is still early days, the campaigns have been live for a two-week period and the full implication is yet to be measured. However, the initial user responses have been tremendous and surpassed the benchmarks set for the campaigns across WorldSpace, HDFC Standard Life and General Motors SRV.”
The WorldSpace, HDFC Standard Life and General Motors SRV video ads are visible to visitors from India on relevant niche content websites like Agencyfaqs.com, Mouthshut.com, Moneycontrol.com, Modifiedcars, Conceptcarz and Ultimatecarpage.